DALLAS (Legal Newsline) - The Facebook Pixel at the center of multiple class action lawsuits is now at issue in a case against Eyemart Express.
Eyemart Express, LLC is facing a class action lawsuit filed March 13 in Dallas federal court by Rachelle Rand, Esperanza Gottschau and Ramon Soto. They allege that Eyemart Express uses tracking tools on its website to intercept communications between users and the site without their knowledge or consent.
The tracking tool in question, Meta's Pixel, was created by Meta (also known as Facebook) to send information relating to users' searches and activity on any website that installed it, including the Eyemart website.
The lawsuit further alleges that when users click to find specific items on the website, a description of each item is sent to the Tracking Entity (such as make, model, and SKU), along with details about users' attempts to schedule eye exams. This information is used to benefit both Eyemart and Meta separately from the services being rendered to the user, the suit says.
According to the complaint, Eyemart does not obtain users' consent for these practices before they use the website. The use of such tracking tools enhances the value of advertising sold on the website by collecting and analyzing user data.
This information can be monetized by connecting marketers selling advertising relevant to a user's interests and demographics.
Patrick Yarborough of Foster Yarborough represents the plaintiffs, as do lawyers at Levi & Korskinsky.